"When the cold light of day arrives, and Twitter's ROI is scrutinized by corporate America, PR firms, Hollywood, and everybody else who drank the Kool Aid, it may turn out that Twitter is only effective with a certain niche of early adapters, or highly mobile and connected individuals," he writes. "Twitter may be more comparable to the specialized smaller audience of Wired magazine versus the colossal mass outreach of Good Housekeeping."

Drug companies are warming up to social networks, even though the rules of the road for the Internet have not yet been etched out in stone by the FDA. But Bayer and Merck are on Facebook, Reckitt Benckiser is posting YouTube videos and Novartis is tweeting.

Current TV is staying mum as two journalists working for the network have been sentenced to 12 years of hard labor in North Korea. U.S. officials have denounced the conviction and have said N.K. is looking to use the two as a bargaining chip.

Here are three quotes from recent articles noting Current's silence:

"Current TV public relations director Brent Marcus said in an e-mail that the company had no comment..."
— June 16, Associated Press

"Brent Marcus, director of public relations for Current TV said the media organization has 'no comment' on Lee and Ling's sentencing."
– June 9, Epoch Times

"Brent Marcus, a spokesman for Current, declined to comment on any specifics of the situation."
— May 31, Wall Street Journal

"You have to be aware of, no matter who you are speaking to, all the possible audiences that may hear it and then interpret it in a different way."
— Price Floyd, newly minted head of public affairs for the Defense Dept.